Kid's outdoor retailer Rugged Bear opened its sixth new store of the year in New England this month and said sales are on track to grow by more than 10% thanks to parents' desire to get their kids fit and outdoors.
“In a time when retailers don't know what's around the corner and consumers are still safeguarding their wallets, we successfully tapped into today's parents' desire to teach kids about the benefits of the outdoors,” said CEO Garr Larson. “This is about much more than having hallmark brands and product that is best in quality at reasonable prices; this is about addressing the health and fitness of the next generation and creating quality memories that will last a lifetime.”
Hired this past February, Larson is using his previous expertise at Orvis and Britches of Georgetown to create a new vision and a new 'brand DNA,' which includes a new logo, website, and marketing campaign called, “I Am A Rugged Bear Kid.” This campaign showcases kids doing what they love with stories that tug on parents' heartstrings, accompanied by phrases such as, 'I am an athlete,' 'I am an individual,' 'I am confident,' 'I am a Rugged Bear Kid.' In addition, Larson's daughter came up with the company's new tagline, 'Live Life Rugged.'
“The Play Zones are a key component of our evolution,” continued Larson. “With kids using iPhones at the age of two and so many other daily distractions for children as they grow up, it is critical that we get them outdoors, ensuring that their first experience is fantastic. At Rugged Bear, we are doing our part.”
As part of its 30th anniversary celebration this year, Rugged Bear customers were invited to submit photos and early childhood stories as part of a new 'I Was a Rugged Bear Kid' campaign through the companys Facebook page. The campaign affords participants the chance to win $1,980, in tribute to the year Rugged Bear was founded, from now through the end of the year.
